The Cupertino-based iPhone maker may have suffered a dip in fortunes recently (compared to a decade-long streak of constant growth, at least), but it's still generating cash on the back of its reputation among consumers.
Forbes values the brand at $154bn (£106.4bn), more than any other company in the world and a rise of six per cent on last year, in its annual ranking of the world's most valuable brands.
Facebook's brand value rocketed the most, up 44 per cent on last year to $52.6bn, while IBM was the biggest loser, down 17 per cent to $41.4bn.
Of the 100 most valuable brands, more than half are in the US, while just one UK brand makes an appearance. HSBC was the 37th most valuable brand at $14bn, but dropped by three per cent on last year.
Brand value is calculated on the firms' financial performance and the importance of brand within each industry.
The total value of the top 100 brands rose six per cent on last year and are worth a combined $1.8 trillion.